0
www.ivantage.co.uk                         Urchin Software from Google                                User Training       ...
www.ivantage.co.uk     Timings         Start 9:00         Break 10:15-10:30         Wrap-up 12:00                      ...
www.ivantage.co.uk     Course Overview              Session 1                 How does Urchin measure visitors?         ...
www.ivantage.co.uk     Accessing your Urchin installation         Available at            http://                  U:  ...
www.ivantage.co.uk     How fresh are the Urchin website statistics?      Can be daily or hourly            Depends on sc...
www.ivantage.co.uk     How does Urchin measure visitors?         Web Access Logs            IP & User Agent Hits in Web ...
www.ivantage.co.uk     Web Access Logs (Server side collection)    Browser                  Web     203.193.165.78        ...
www.ivantage.co.uk     Logs record     •    IP addresses         •    Of browsers (visitors)         •    Of robots       ...
www.ivantage.co.uk     Web Access Logs (Server side collection)    Browser                  Web     203.193.165.78        ...
www.ivantage.co.uk     2nd request for a page with log files    Browser                          Web                       ...
www.ivantage.co.uk     Cached pages     •    Counted once         •    Refreshed         •    2nd request from the same IP...
www.ivantage.co.uk     So Urchin can use page tagging (UTM)     •    Every page is tagged with JavaScript          •    <s...
www.ivantage.co.uk     That send cookies (1st party)     •    Text files sent to browsers by websites         •    1ST or 3...
www.ivantage.co.uk     How Urchin UTM works                                 Website                                  14Tue...
www.ivantage.co.uk     How Urchin UTM works                                 Website                               cookies ...
www.ivantage.co.uk     The ___utm.gif request     __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en...
www.ivantage.co.uk     Urchin (and GA) cookies        UTMa - Unique visitor cookie, lasts for 2 years from set or update o...
www.ivantage.co.uk     Urchin UTM Persistent Cookie                         GA Cookie not present                         ...
www.ivantage.co.uk     Weaknesses of cookies?     • Machine dependant          • As close as we can get to a person       ...
www.ivantage.co.uk     How does Urchin measure visitors?         Key concept            JavaScript (not Java) Page Taggi...
www.ivantage.co.uk     Visitors menu - key metrics         Visits              The number of visits received by your sit...
www.ivantage.co.uk     A tour of Urchin     •       Dashboards         •    Advertiser         •    Executive         •   ...
www.ivantage.co.uk     Break time                               23Tuesday, 15 March 2011
www.ivantage.co.uk     What’s possible with Web Analytics?              How visitors found your web site              Wh...
www.ivantage.co.uk     What’s possible with Urchin?              How visitors found your website              What visit...
www.ivantage.co.uk     Goals         Goals should be commercial              The commercial goals of your website      ...
www.ivantage.co.uk     The importance of goals for you?         Commercially justify your work         Focus your work  ...
www.ivantage.co.uk     The importance of goals for you?         Goals map to business metrics               Enable you t...
www.ivantage.co.uk     Placing a value on a goal and the $index         Key concept            Goals can have values or ...
www.ivantage.co.uk     Goals and funnels         You can use Regular Expressions (RegEx) to gain insight into the funnel ...
www.ivantage.co.uk     Zoom into important behaviour to identify     problems                             6.77% funnel con...
www.ivantage.co.uk     Goal conversion rate and funnel conversion     rate         Key concept            Using the “Req...
www.ivantage.co.uk     Goal conversion rate and funnel conversion     rate                                           33Tue...
www.ivantage.co.uk     Key Performance Indicators (KPIs)         A metric              Miles per Hour (mph)         Defi...
www.ivantage.co.uk     Key Performance Indicators (KPIs) & web     analytics                                           35T...
www.ivantage.co.uk     The User-Defined Segment         In addition to segmenting users along pre-defined segments         ...
www.ivantage.co.uk     The User-Defined Segment         Examples:              Assign visitors to a particular page to th...
www.ivantage.co.uk     Segmenting visitor types                                      38Tuesday, 15 March 2011
www.ivantage.co.uk     Urchin/GA campaign tracking & attribution         Key concept                 GA allocates traffi...
www.ivantage.co.uk     Urchin/GA campaign tracking & attribution         Key concept                 Direct traffic will...
www.ivantage.co.uk     Urchin/GA Campaign Tracking         Key concept                 The forth “Other” bucket in Traff...
www.ivantage.co.uk     Urchin/GA Campaign Tracking - Using the     URL Builder           Exercise                Use Urc...
www.ivantage.co.uk     Campaign Tracking - how it displays    Key concept          Understanding the URL builder and Urc...
www.ivantage.co.uk     Campaign Tracking examples       Exercise            Use Google Analytics/Urchin Campaign Trackin...
www.ivantage.co.uk     Tracking off-line campaigns         Key concept            Use vanity urls                  mysi...
www.ivantage.co.uk     Tracking off-line campaigns - using a URL     shortener         Key concept              Use URL ...
www.ivantage.co.uk           Social media campaign tracking examples     Key concept          Use URL shorteners       ...
www.ivantage.co.uk     Google Analytics/Urchin Campaign     Tracking & attribution         Key concept                 G...
www.ivantage.co.uk          The End                               49Tuesday, 15 March 2011
Upcoming SlideShare
Loading in...5
×

Urchin software user training v4

1,820

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,820
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
89
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Urchin software user training v4"

  1. 1. www.ivantage.co.uk Urchin Software from Google User Training Matt Trimmer Principal Consultant & Managing Director Slides: http://www.slideshare.net/ivantage 1Tuesday, 15 March 2011
  2. 2. www.ivantage.co.uk Timings  Start 9:00  Break 10:15-10:30  Wrap-up 12:00 2Tuesday, 15 March 2011
  3. 3. www.ivantage.co.uk Course Overview  Session 1  How does Urchin measure visitors?  A tour of Urchin  Session 2  What’s possible with Web Analytics?  What’s possible with Urchin?  Urchin Campaign Tracking  Please feel free to ask questions! 3Tuesday, 15 March 2011
  4. 4. www.ivantage.co.uk Accessing your Urchin installation  Available at  http://  U:  P: 4Tuesday, 15 March 2011
  5. 5. www.ivantage.co.uk How fresh are the Urchin website statistics?  Can be daily or hourly  Depends on scheduling 5Tuesday, 15 March 2011
  6. 6. www.ivantage.co.uk How does Urchin measure visitors?  Web Access Logs  IP & User Agent Hits in Web Access Log  To approximate a visit  Can process historical data  or  Page Tagging creating Hits in Web Access Log  1st Party Cookies to measure a visit  1x1 pixel image  Collects data from time of tagging 6Tuesday, 15 March 2011
  7. 7. www.ivantage.co.uk Web Access Logs (Server side collection) Browser Web 203.193.165.78 server www.yoursite.com Access log 7Tuesday, 15 March 2011
  8. 8. www.ivantage.co.uk Logs record • IP addresses • Of browsers (visitors) • Of robots • Normally identify themselves as • User Agent type • Googlebot • MSNbot • Slurp • However, not all can be filtered • Names not known • Some deliberately avoid detection • Price comparison • Spam 8Tuesday, 15 March 2011
  9. 9. www.ivantage.co.uk Web Access Logs (Server side collection) Browser Web 203.193.165.78 server www.yoursite.com Access log 9Tuesday, 15 March 2011
  10. 10. www.ivantage.co.uk 2nd request for a page with log files Browser Web Cache server 203.193.165.78 www.yoursite.com Re-load or Access log Visit from bookmark 10Tuesday, 15 March 2011
  11. 11. www.ivantage.co.uk Cached pages • Counted once • Refreshed • 2nd request from the same IP address • Not recorded in Web Access Log! 11Tuesday, 15 March 2011
  12. 12. www.ivantage.co.uk So Urchin can use page tagging (UTM) • Every page is tagged with JavaScript • <script src=/urchin.js type=text/javascript> • Ensures even when pages are served from cache • JavaScript executes • A gif (1x1 pixel image is loaded with the page) • Web Access log is augmented 12Tuesday, 15 March 2011
  13. 13. www.ivantage.co.uk That send cookies (1st party) • Text files sent to browsers by websites • 1ST or 3rd party • Visit apple.com • apple.com issues cookies (1st party) • If banana.com attempts to issue cookies (3rd party) • Session and persistent • Session • Last for 30 minutes of inactivity/browser close • Persistent • Lasts for 2 years 13Tuesday, 15 March 2011
  14. 14. www.ivantage.co.uk How Urchin UTM works Website 14Tuesday, 15 March 2011
  15. 15. www.ivantage.co.uk How Urchin UTM works Website cookies 15Tuesday, 15 March 2011
  16. 16. www.ivantage.co.uk The ___utm.gif request __utm.gif?utmwv=6.3&utmn=101027544&utmsr=1280x854&utmsc=32-bit&utmul=en&utmje=1&utmjv=1.5&utmfl=7.0 r24&utmdt=My%20Website&utmhn=www.site.com&utmp=/index.html&utmac=UA-51244-4&utmcc=__utma %3D117945243.823564440.1131054947.1131080858.1133834608.4%3B+__utmb%3D117945243%3B+__utmc %3D117945243%3B+__utmz%3D117945243.1131054947.1.1.utmccn%3D%28Spring%20Sale%29%7Cutmcsr%3D%28google %29%7Cutmcmd%3D%28ppc%29% %7Cutmtm%3D%28shoes%29%3B Screen Resolution: 1280x854 Page Title: My Site Screen Colors: 32-bit Filename: /index.html Browser Language: English(en) Visits: 4 Java Enabled? Yes (1) Campaigns Clicked: 1 Java Version: 1.5 Campaign: Google(PPC) Spring Sale (shoes) 16Tuesday, 15 March 2011
  17. 17. www.ivantage.co.uk Urchin (and GA) cookies UTMa - Unique visitor cookie, lasts for 2 years from set or update on every page view UTMb - Visit cookie, lasts for 30 minutes from every page view UTMc - Visit end cookie, not set to expire, does so when browser closes UTMz - Campaign visit tracking cookie, determines traffic sources, lasts for 6 months from set or update on every page view UTMv - Not always set, requires the _setVar() command 17Tuesday, 15 March 2011
  18. 18. www.ivantage.co.uk Urchin UTM Persistent Cookie GA Cookie not present Page Browser web server New Visitor Browser GA Cookie present web Cookie server cookies Returning Visitor 18Tuesday, 15 March 2011
  19. 19. www.ivantage.co.uk Weaknesses of cookies? • Machine dependant • As close as we can get to a person • Although modern OSs have multiple user IDs • User 1, User2, User 3 • Can be cleared • Worst scenario? • Can be blocked/not accepted • Most E-commerce sites use 1st party cookies to make basket function • So blocking 1st party cookies degrades your Internet experience • 3rd party cookies are often blocked 19Tuesday, 15 March 2011
  20. 20. www.ivantage.co.uk How does Urchin measure visitors?  Key concept  JavaScript (not Java) Page Tagging  1st Party Cookies  Our stats will miss some devices that do not execute JavaScript and/or accept cookies  Search Engine bots :-)  Mobile (1st generation) :-|  Accessibility devices :-( 20Tuesday, 15 March 2011
  21. 21. www.ivantage.co.uk Visitors menu - key metrics  Visits  The number of visits received by your site is the most basic measure of how effectively you promote your site.  Visitor type  New  New Cookie  Returning  Existing Cookie  A high number of new visitors suggests that you are successful at driving traffic to your site while a high number of return visitors suggests that the site content is engaging enough for visitors to come back.  Absolute Unique Visitors (Uniques)  How many people came to your site?  This report graphs people instead of visits  All visits from the same user for the entire active date range  Aggregated so that they will be counted as a single absolute unique visitor  Regardless of how many different days they visited your site and how many times they visited your site on each day 21Tuesday, 15 March 2011
  22. 22. www.ivantage.co.uk A tour of Urchin • Dashboards • Advertiser • Executive • Marketer • Webmaster • Advertisement Optimization • Marketing Optimization • Content Optimization • E-Commerce Analysis • IT Reports 22Tuesday, 15 March 2011
  23. 23. www.ivantage.co.uk Break time 23Tuesday, 15 March 2011
  24. 24. www.ivantage.co.uk What’s possible with Web Analytics?  How visitors found your web site  What visitors are doing on your web site  Not WHY they are doing it!  Domain of usability/customer experience  Onsite surveys  Sampling visitors arriving/leaving  Heuristic reviews  Experts reviewing your site against a set of criteria (heuristics)  Conversion Rate Optimisation  A/B testing  A/B/n testing  Multi-variate testing  Usability tests  Representative customers completing tasks  Resources  http://blog.ivantage.co.uk/2010/11/what-google-analytics-cant-tell-you.html  24Tuesday, 15 March 2011
  25. 25. www.ivantage.co.uk What’s possible with Urchin?  How visitors found your website  What visitors are doing on your website  Not why!  Outcomes focused  Goals 25Tuesday, 15 March 2011
  26. 26. www.ivantage.co.uk Goals  Goals should be commercial  The commercial goals of your website  Goals should map to visitor tasks  Visitors visit sites to accomplish tasks  Tasks normally have a series of steps  Funnel  Measure conversion through the task  When goals match user tasks  Harmony ensues! 26Tuesday, 15 March 2011
  27. 27. www.ivantage.co.uk The importance of goals for you?  Commercially justify your work  Focus your work  Prioritise your work 27Tuesday, 15 March 2011
  28. 28. www.ivantage.co.uk The importance of goals for you?  Goals map to business metrics  Enable you to build a business case for  Analytics investment  Analysis investment  Action investment  Goals focus on important paths and entrances  Enable you to home-in on problem areas  Reverse Goal Path  Conversion to goals by traffic source  Monetize goals  Enable you to prioritise areas to analyse and optimise  Give goals a goal value  Analyse $ Index  (Goal Value + E-commerce value)/unique page views  Page up-to goal contribution  Focus on high $ Index pages for improvement 28Tuesday, 15 March 2011
  29. 29. www.ivantage.co.uk Placing a value on a goal and the $index  Key concept  Goals can have values or not  When E-commerce is used the value of the sales transaction is used in the $index calculation $index value of A,B and C = $1 29Tuesday, 15 March 2011
  30. 30. www.ivantage.co.uk Goals and funnels  You can use Regular Expressions (RegEx) to gain insight into the funnel path:  User exhibits behavior:  Page 1 = /index.html  Page 2 = /category-footwear.html  Page 3 = /category-clothing.html  Page 4 = /category-headwear.html  Page 5 = /products/kangol-tropic-player-trilby.html  Page 6= /cart/basketview.html  Page 7= /cart/registration.html  Page 8 = /cart/paymentoptions.html  Goal = /cart/salesorderconfirmation.html  Need to know conversion rate of categories to products to purchase:  Step 1: index.html  Step 2-4: ^/category.*/  Step 5: ^/products.*/  Step 6: ^/cart/basketview.html  Step 7: ^/cart/registration.html  Step 8 : ^/cart/paymentoptions.html  Goal: ^/cart/salesorderconfirmation.html 30Tuesday, 15 March 2011
  31. 31. www.ivantage.co.uk Zoom into important behaviour to identify problems 6.77% funnel conversion rate 31Tuesday, 15 March 2011
  32. 32. www.ivantage.co.uk Goal conversion rate and funnel conversion rate  Key concept  Using the “Required Step” setting  we can build multiple funnels based on a single goals  to observe behaviour on important paths  With duplicate profiles  4 goals per profile 32Tuesday, 15 March 2011
  33. 33. www.ivantage.co.uk Goal conversion rate and funnel conversion rate 33Tuesday, 15 March 2011
  34. 34. www.ivantage.co.uk Key Performance Indicators (KPIs)  A metric  Miles per Hour (mph)  Defining progress to an objective  To reach the legal motorway speed limit of 70 mph  Enabling you to take corrective action  Accelerate or brake  Speedometer  Web Analytics package 34Tuesday, 15 March 2011
  35. 35. www.ivantage.co.uk Key Performance Indicators (KPIs) & web analytics 35Tuesday, 15 March 2011
  36. 36. www.ivantage.co.uk The User-Defined Segment  In addition to segmenting users along pre-defined segments such as geographic region and language preference, Google Analytics allows you to define custom segments and analyse the behaviour of each segment  For example, you might ask visitors to select their job category (such as Engineering, Marketing, motorcycle stunt riding, etc) from a form  You could then analyse browsing and buying behaviour based upon the selected job categories  To set a visitor segment, simply call the JavaScript _setVar function  For example, make the following call anywhere on the web page below your tracking code:  <script type="text/javascript">pageTracker._setVar(Marketing/PR);</script> 36Tuesday, 15 March 2011
  37. 37. www.ivantage.co.uk The User-Defined Segment  Examples:  Assign visitors to a particular page to the "Marketing/PR" segment  In this example, anyone who visits the page will be assigned to the "Marketing/PR" segment.  <body onLoad="javascript:pageTracker._setVar(Marketing/PR);">  Assign users to a segment when a link is clicked  <a href="link.html" onClick="pageTracker._setVar(Marketing/PR);">Click here</a>  Assign visitors to a segment based on their form selection  In this example, visitors are assigned to a segment according to their selection in a form. <form onSubmit="pageTracker._setVar(this.mymenu.options [this.mymenu.selectedIndex].value);"> <select name=mymenu> <option value="Technical/Engineering"> Technical/Engineering</option> <option value="Marketing/PR">Marketing/PR</option> <option value="Manufacturing">Manufacturing</option> <option value="General Management">General Management</option>  Voucher codes at checkout 37Tuesday, 15 March 2011
  38. 38. www.ivantage.co.uk Segmenting visitor types 38Tuesday, 15 March 2011
  39. 39. www.ivantage.co.uk Urchin/GA campaign tracking & attribution  Key concept  GA allocates traffic to three distinct buckets  The forth “Other” bucket in Traffic Sources is under your control  It’s the Urchin/GA UTMz cookie that tracks campaign attribution  Persistent for six months  39Tuesday, 15 March 2011
  40. 40. www.ivantage.co.uk Urchin/GA campaign tracking & attribution  Key concept  Direct traffic will include those typing in your URL and using bookmarks  Direct is a good measure of “brand awareness”  Direct can be contaminated by email  Referring sites will include any site with a link on it linking to your site and that has been followed  Search Engines will include all referring sites that Google Analytics defines as an organic search engine and uses a dynamic query parameter containing the users’ search keyword  Google, q  Yahoo, p 40Tuesday, 15 March 2011
  41. 41. www.ivantage.co.uk Urchin/GA Campaign Tracking  Key concept  The forth “Other” bucket in Traffic Sources is under your control  Use Urchin Campaign Tracking to measure  Email  Display  Paid Search (cpc)  Social Media  Off-line marketing like Print, outdoor, TV and Radio 41Tuesday, 15 March 2011
  42. 42. www.ivantage.co.uk Urchin/GA Campaign Tracking - Using the URL Builder  Exercise  Use Urchin Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre  Build a Campaign Tracking URL for an Email campaign  Use Firefox and clear your cookies  Using the URL you just built, visit your site  Make a note of the contents of the utmz cookie  Is it set correctly? 42Tuesday, 15 March 2011
  43. 43. www.ivantage.co.uk Campaign Tracking - how it displays  Key concept  Understanding the URL builder and Urchin 43Tuesday, 15 March 2011
  44. 44. www.ivantage.co.uk Campaign Tracking examples  Exercise  Use Google Analytics/Urchin Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre  Build a Campaign Tracking URL for your own landing page using some of the example below 44Tuesday, 15 March 2011
  45. 45. www.ivantage.co.uk Tracking off-line campaigns  Key concept  Use vanity urls  mysite.com/tube  301 redirecting to Campaign Tracking URLs  http://www.mysite.com/landing-page.com? utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&u tm_campaign=Winter-2010 45Tuesday, 15 March 2011
  46. 46. www.ivantage.co.uk Tracking off-line campaigns - using a URL shortener  Key concept  Use URL shorteners  Use http://bit.ly/ or http://goo.gl/  Generate QR Codes with Campaign Tracking URLs  http://www.mysite.com/landing-page.com? utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&utm_camp aign=Winter-2010  Exercise  Use Google Analytics Campaign Tracking by finding “The URL Builder” in the Google Analytics help centre  Build a Campaign Tracking URL for an off-line campaign  Shorten the URL using Bit.ly or Goo.gl  Use Firefox and clear your cookies  Using the URL you just built, visit your site  Make a note of the contents of the utmz cookie  Is it set correctly? 46Tuesday, 15 March 2011
  47. 47. www.ivantage.co.uk Social media campaign tracking examples Key concept  Use URL shorteners  Use http://bit.ly/ or http://goo.gl/  Generate QR Codes with Campaign Tracking URLs  http://www.mysite.com/landing-page.com? utm_source=Tube&utm_medium=Outdoor&utm_content=Ad1&utm_campaig n=Winter-2010 47 Tuesday, 15 March 2011
  48. 48. www.ivantage.co.uk Google Analytics/Urchin Campaign Tracking & attribution  Key concept  Google Analytics works on the principle of “Last Click Attribution”  Last click wins the sales and/or Goal conversion  Except Direct traffic does update UTMz cookie 48Tuesday, 15 March 2011
  49. 49. www.ivantage.co.uk The End 49Tuesday, 15 March 2011
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×